“Engagement” is the new word for anyone who is in the field of communication. Wether it is Journalism, Marketing or Social Media, engagement is the new frontier, the new set of tricks you use to keep your audience loyal.
Engagement happens mainly through a social platform. It is about starting a conversation around an idea, rather than just communicating the idea. It is multidirectional communication.
This morning I was reading a blog post by a popular author on Linkedin. The title was attractive, but I left after the second paragraph. If you are not able to make the point of your title -or start making sense- after the second paragraph, you are done.
A while ago I read Optimize, a book by Lee Odden. Odden talks about the importance of not only defining your audience demographically, but psychographically, aka life style. What Odden calls a “Persona”. (His definition is more complete and really justifies reading his book, which I truly recommend).
Sometimes it is very difficult to decide what to do when you are writing an article that you wish every Spanish speaking person around the world could connect with immediately. Looks like mission impossible?
Well, just the fact that you stopped and thought about your target audience is a huge step forward. It means you are aware that writing online is not like writing for local or national media.